Advertising Principles & Practice
by William Wells, John Burnett, and Sandra Moriarty, 4th ed., Prentice-Hall, Upper Saddle River NJ, 1998, 752 pages.
About this book:
Today the world of advertising is going through dramatic changes. No longer is winning awards for creativity a sufficient reason for spending millions of dollars on advertising. Modern advertising is led by objectives and implemented through carefully designed strategies.
Advertising Principles & Practice is a comprehensive textbook that breathes life into advertising. Its strengths include an emphasis on the voices of real practitioners which are interwoven with the practical and theoretical lessons. To provide a real-life view of advertising, we have consulted specialists from different areas of advertising--many of them recent graduates who are alumni of this book- and brought their stories to life. They not only explain what they do but also how they got into the field.
Accountability is the byword as we approach the twenty-first century.
All the various professionals working in the field-artists, producers,
performers, composers and arrangers, researchers, accountants,
salespeople, and managers, to name a few-focus their efforts,
regardless of their area of expertise, on the most effective
way to present a sales message to a potential customer. Thus
effectiveness is a continuing thread throughout this book.
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TABLE OF CONTENTS
Part I: Advertising Foundations and Environment
1. Introduction to Advertising
2. Advertising and Society: Ethics and Regulation
3. Advertising and the Marketing Process
4. Advertising Agencies
Part II: Advertising Background, Planning, and Strategy
5. The Consumer Audience
6. Strategic Research
7. Strategy and Planning
8. How Advertising Works
Part III: Advertising Media
9. Media Strategy and Planning
10. Print Media
11. Broadcast Media
12. Media Buying
Part IV: Creating Advertising
13. The Creative Side of Advertising
14. Creating Print Advertising
15. Creating Broadcast Advertising
16. Creating Direct-Response
17. Creating Directory and Out-of-Home Advertising
Part V: Advertising Operations
18. Sales Promotion
19. Public Relations
20. The Advertising Campaign
21. Evaluative Research
Part VI: Miscellaneous Advertising
22. Business-to-Business and Retail Advertising
23. International Advertising
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